The computer retail stores set up by the MERLION’s dealers will be named POSITRONICA. The concept of the new chain stores is to make it pleasant for a customer to choose and easy to buy.
The MERLION Company, a leading Russian distributor of computer and digital equipment, announced the name of the national computer retail store chain, the launch of which had been made public in mid-October 2005. The specialty stores will be named POSITRONICA and are scheduled to operate almost throughout the whole of Russia by the end of 2006.
A wide range of computer and digital equipment, knowledgeable shop assistants, and a problem-free purchase will make the computer retail stores stand out.
A lot of leading Russian creative and marketing agencies, such as Defa Group, Ima Design, Direct Design, and Omni Marketing, worked to create the concept of the brand, its name and logo.
There were 48 names and 16 logos suggested and examined during design of the creative concept of the project.
The word POSITRONICA was chosen as the one best suited to the concept of the stores, “Pleasant to choose, easy to buy.”
A survey regarding the name and logo of the new chain showed that potential customers believed the word POSITRONICA to be associated with “good, efficient, and useful electronics” and “equipment made with love”.
Suggested by the Ima Design agency, the bright logo is based on a primary color scheme that matches and emphasizes a wide product assortment. The unusual mark is drawn in such a way so that a customer can have his or her own perception of the logo. Some may think it to be a benchmark of quality. Others can associate the mark with some interlacing hearts.
The selection of the POSITRONICA computer retail stores will include the whole range of computer and digital equipment. Due to sound relations between MERLION and leading IT-industry manufacturers, customers will enjoy a wide variety of PCs, notebooks, peripherals, components, consumables, office equipment, network hardware, digital cameras, video and audio products, phones, and more.
A convenient navigation system, wise product display, applications of modern marketing techniques, and electronic product catalogues in the sales areas will make the process of choosing sophisticated equipment easy and pleasant.
At present, the MERLION Company is nearing completion of defining store operating standards, as well as retail customer service techniques.
Only MERLION’s partners may join the project. The first POSITRONICA outlets are expected to open in February-March 2006. By the end of 2006, there will be 150 POSITRONICA chain stores open in Russia.
To obtain further information about the National Computer Retail Store Chain project, MERLION’s partners can contact their regional managers.
All news
